Cause related marketing as a means of marketing communications: A practice in Turkcell Communication Services Plc

Cause related marketing is a marketing communication means which is used for both conducting the corporations' communication with the target audience in a best way and implementing the marketing activities by using the support for a social objective or an idea in their messages. From this perspective, CRM is considered as a useful means to communicate with the today's consumers who have an expectation for the social responsibility from the business. The main purpose of this thesis is to search what kinds of activities a company attends from the sides of cause related marketing and find out whether this aplication is harmonious with the theoretical framework by drawing a theoretical framework for the CRM which is one of the marketing communication means. The problem of the study is to look for the answer of the question; "how are the cause related marketing applications, which are used as a marketing communication ways of a company, are carried out and does it differ from the theory?". Following this, subproblems relating to the problem of the study were formed and an interview form consisting seventeen questions was prepared to be able to answer these questions. The people related to the project were interviewed, company documents were examined. Moreover, the informations on the news printing and the web sites of the company were benefited. The datas were examined by using descriptive analysis way and commented. According to the this descriptive analysis way, we can say that the Project-the company applied-is overlapped with the cause related marketing application at the beginning as a general, but although the beginning stage of the project was constructed in the direction of cause related marketing, it was begun to be carried out in a more harmonious way with the theoritical framework since 2004.